marketing interactive

The LEGO Group has appointed former dentsu Creative Singapore managing director Fiona Huang as its business partner director at Our LEGO Agency APAC. Our LEGO Agency APAC is the brand’s in-house creative and marketing hub for the region. Huang will work alongside The LEGO Agency, APAC head of creative Primus Nair to steer, nurture, and elevate the agency team, developing campaigns and marketing initiatives for LEGO. She will report to Annie Boo, head of LEGO Agency APAC and China. Don’t miss: What Dentsu International’s potential sale could mean for agency models Reflecting on her time with dentsu, Huang said, “Every role I take on, I try to take with me learnings that I then take to my next chapter. In my time at dentsu, the leadership role and people there have given me room to explore my ways, thinking, and beliefs as I leaned into its distinct philosophy in relationships and strong media legacy. Looking ahead, Huang is excited to continue “playing out the power of creativity in all its silliness, seriousness, forms and functions.” “This goes back to what I love most about working in this industry. It is what I want to keep at and push for, for as long as I can. This will also be a reunion with several colleagues I have worked with, so I am counting down to us having a lot of fun together,” she added. Prior to her new role, Huang had a seven-year stint at BLKJ Havas holding roles such as business director and general manager amongst others. Other agencies she’s worked at include Forsman & Bodenfors Singapore, DDB Group Singapore, BBDO Worldwide and Mercury Marketing and Communications (now known as Gusto Collective Singapore). Commenting on her departure, Prakash Kamdar, CEO, clients and solutions, SEA, and CEO, Singapore, dentsu, said: “We appreciate the heart and energy that Huang brought to the team in her time with us, and we wish her all the best moving forward.” Huang’s appointment comes after The LEGO Group appointed former Weber Shandwick senior vice president Marta Sousa Bigio as its new communications director for Asia Pacific. In her new role, Bigio will oversee communications across the region, with a focus on storytelling tied to LEGO’s brand heritage and purpose-led initiatives, according to her LinkedIn post. Related articles: LEGO Group taps former Weber Shandwick SVP as APAC communications director LEGO Malaysia merges play with fashion in Botanical Glasshouse showcase Nike and LEGO transform Shanghai school playground into modular sports space source

Spotify has unveiled its 2025 Wrapped campaign, transforming users’ listening habits into a global cultural moment. The campaign, now live in over 30 markets, combines immersive real-world activations with digital storytelling to celebrate the artists and songs that defined the year. Spotify describes Wrapped as a “visual mixtape” for more than 700 million fans worldwide, blending analog and digital aesthetics to capture the energy of music fandom. Special Wrapped-edition logos also return this year, reimagined in the spirit of 2025’s most popular tracks and artists. The campaign moves beyond traditional billboards, with around 50 installations and pop-ups globally. Highlights include a giant paw on Copacabana Beach in Rio celebrating Lady Gaga, an 800-foot cascade of red hair in New York City’s Union Square subway station inspired by Chappell Roan’s “The Subway”, and a Ferrari parade through Paris ending with a top-fan performance by GIMS. Don’t miss: Spotify joins forces with major labels to develop ‘artist-first’ AI music tools Spotify’s partnership with FC Barcelona also takes centre stage this year. Wrapped billboards across the city showcase the team’s listening habits, while a special Wrapped Party allows players including Jules Koundé, Marcus Rashford, Pedri, Aitana Bonmatí, and Alexia to share their favourite tracks with fans. In addition, Spotify released a short video featuring UK artists including Central Cee, JADE, Lola Young, Olivia Dean, Ed Sheeran, Nemzzz, PinkPantheress, Sammy Virji, Sasha Keable, Skye Newman, Kingfishr, and Lewis Capaldi. The clip celebrates fans’ dedication to their favourite artists, turning personal listening habits into shared moments of recognition and celebration. From interactive pop-ups to artist integrations, the 2025 Wrapped campaign aims to turn individual listening histories into shared cultural experiences, connecting fans through music across the globe. “2025 Wrapped is our most action-packed release yet. We’re bringing back the fan-favorite features you know and love, and adding bold new experiences that spotlight the way you listened this year. And for the first time ever, meet Wrapped Party, your chance to dive into Wrapped with friends and family and relive the moments that defined your year,” said Marc Hazan, senior vice president of global marketing and partnerships.  Spotify’s global executive creative director, Jeremy Wirth, said the 2025 Wrapped campaign captures the tension between chaos and clarity. He noted that the gradients and textures reflect the unpredictable mix of emotion and rhythm that makes listening deeply personal. Wirth added that this edition is the most expressive Wrapped yet, with a reduced color palette and bold imagery creating a simple, modern aesthetic. According to media intelligence firm CARMA, Spotify generated 13.6 million mentions over the past month, with conversation peaking on 4 December at 2.7 million mentions tied to Wrapped. Overall sentiment stood at 35.1% positive and 17.2% negative. Across markets, users enthusiastically compared music tastes and shared personalised results, including artist thank-you messages from names such as Taylor Swift. Fans also welcomed the addition of Top Albums and leaned into memes around the new “listening age” feature. While many appreciated the deeper insights, some questioned the accuracy of the metrics or expressed nostalgia for a simpler Wrapped experience. Visuals drew mixed reactions, with a segment of users criticising the teasers and artist-themed assets as “ugly” or “AI slop.” Still, CARMA’s word cloud for Spotify Wrapped 2025 featured positive terms such as “love” and “good”, alongside fire and star emojis, signalling largely favourable engagement. The cultural impact of Wrapped has inspired local brands to launch their own year-in-review playlists, tapping into the personalisation and fan engagement that have made Spotify’s campaign a global phenomenon. Below are some of the brands that have jumped on the trend. 1. Capitol Singapore 2. CHAGEE 3. CHIJMES  4. Garrett Popcorn Singapore  5. Grab Malaysia 6. Honor of Kings Malaysia 7. iOi Mall Puchong 8. Mamee Monster 9. Mandarin Gallery  10. Maybank Malaysia  11. Singapore Kindness Movement  While 2025 Wrapped has largely been celebrated for its immersive experiences, last year’s campaign faced a mixed reception that highlights the challenges of innovating on a beloved annual tradition. In 2024, Spotify aimed to take Wrapped “to the next level” by enhancing AI features such as AI DJ and AI Playlist, and introducing the new Your Spotify Wrapped AI podcast. While the company said these tools created hyper-personalised experiences for millions of listeners worldwide, the campaign drew criticism for its heavy reliance on AI. Wrapped 2024 drew mixed reactions, with positive sentiment falling to 41.5% and users calling it “underwhelming” and “lazy”. Most responses were neutral, though some questioned its relevance. The campaign still peaked at 2.9 million net mentions on 4 December, but engagement dropped below 580,000 after four days. Related articles: Spotify turns ad education into earworms with ‘Tunetorials’   Nike and Spotify turn music into motivation for girls worldwide Spotify celebrates heart and soul of music fandoms through film     source

CHAGEE is celebrating the holidays with a playful collaboration featuring Sanrio’s Tanned Hello Kitty, inviting fans to pause, reconnect, and enjoy moments of warmth this festive season. Launching on 12 December, the collaboration blends whimsical collectibles, immersive experiences, and a new seasonal drink to bring a sunny glow to the holidays. Central to the partnership is the “CHAGEE loves Hello Kitty pop-up”, running from 13 to 22 December at Orchard Road in Singapore (in front of Mandarin Gallery). Visitors can embark on a five-stop festive trail starting with a cosy cabin-themed entrance, where they receive a stamp card to guide their journey. The pop-up features the ‘Cocoa oolong festivi-tea bar’, where guests can sample the new seasonal drink, a DIY Christmas bauble station, and a photo zone for festive snapshots. Completing all five stations earns visitors exclusive rewards at the merch and redemption counter, including limited-edition Hello Kitty collectibles. Designed as an immersive, heartwarming experience, the pop-up combines holiday playfulness with CHAGEE’s signature ritual of togetherness, encouraging fans to slow down and enjoy shared moments. The themed pop-ups will also be held in Indonesia, Philippines and Thailand.  Don’t miss: CHAGEE marks eight years with new look and regional celebrations  Meanwhile in Malaysia, CHAGEE outlets have been taken over with decorations and in-store activations featuring the new collab. As part of the collaboration, CHAGEE is also releasing a line of limited-edition Hello Kitty merchandise, inspired by the warmth of the season and Tanned Hello Kitty’s sunny personality. The collection includes the snuggle snap, cuddle sling, plushie charm, and mini charm. Each item is designed to be cute, collectible, and gift-ready, making it ideal for holiday surprises or keepsakes. The collaboration also features CHAGEE’s new Cocoa Oolong Milk Tea, a seasonal drink that marries premium Oolong tea from the UNESCO-listed Wuyi Mountains with cocoa from Côte d’Ivoire’s Gold Belt, a renowned origin known for its smooth and rich flavour. The combination delivers a comforting roasted fragrance on the first sip, followed by a velvety cocoa finish. Available in regular (SG$5.20) and large (SG$6.20), the drink is served in limited-edition festive cup packaging and an exclusive thermal bag carrier. Its cocoa-toned warmth mirrors Tanned Hello Kitty’s gentle charm, creating a natural festive pairing that evokes comfort, joy, and togetherness. “Hello Kitty has always encouraged kindness and connection, and this collaboration with CHAGEE carries that spirit into the festive season,” said Kohei Imai, COO of Sanrio Southeast Asia. “Tanned Hello Kitty’s warmth and Cocoa Oolong Milk Tea’s comforting character create a celebration of togetherness. We hope it brings fans joy and closeness throughout the holidays.” In tandem, Eugene Lee, chief marketing officer, CHAGEE APAC said the holidays are a reminder that connection is one of the most precious things one can have.  “With Tanned Hello Kitty and Cocoa Oolong Milk Tea, we wanted to create something comforting, joyful, and familiar — the same way meaningful relationships feel. At CHAGEE, tea is more than a drink. It is a way for people to slow down, be present, and create memories together,” he added. CHAGEE’s partnership with Sanrio follows a similar collaboration earlier this year with POP MART’s popular character Hacipupu, which saw the launch of a limited-time Green Grape Milk Tea and exclusive collectible merchandise across Singapore, Malaysia, Indonesia, and Thailand. The campaign combined the ritual of tea drinking with the excitement of lifestyle collectibles, engaging fans through both product and experience. Central to that collaboration was CHAGEE’s ‘Little Champion’, a tennis-themed pop-up designed to drive foot traffic and social sharing. Visitors completed the ‘Dream stamp collection journey’ across interactive stations, including tea tastings, photo opportunities with Hacipupu, tennis games, and merchandise customisation to earn exclusive prizes and limited-edition collectibles.  Related articles:  Where tea meets tradition: CHAGEE unveils Pagoda House in Chinatown  CHAGEE brews excitement with Bes-tea plushies debut in the Philippines  CHAGEE marks eight years with new look and regional celebrations  source

Gardens by the Bay has partnered with Hasbro to unveil “My Little Pony: Petals of friendship,” a limited-time showcase at Floral Fantasy that blends pop-culture IP with botanical design. Running from 11 December 2025 to 12 April 2026, the collaboration is positioned as a key year-end and Lunar New Year draw, tapping the upcoming Year of the Horse to drive cultural and family engagement. The experience brings some of the franchise’s most recognisable characters into the garden attraction. Four fan favourites – Rainbow Dash, Pinkie Pie, Fluttershy and Twilight Sparkle – will debut special new looks inspired by Chinese cultural motifs, traditional iconography and florals. Don’t miss: Netflix taps Mattel and Hasbro to bring KPop Demon Hunters to toy aisles The designs are paired with horticultural landscapes curated to reflect each pony’s personality. This includes bold, dynamic palettes and high-contrast blooms for the courageous Rainbow Dash, versus soft pastels and delicate textures for the gentle and compassionate Fluttershy. Meanwhile, the royal trio – Princess Celestia, Princess Luna and Princess Cadance – anchors the installation, set against a castle façade and stained-glass-style backdrops inspired by Canterlot, the princesses’ home in the My Little Pony universe. The set-piece aims to heighten visual storytelling and photo-driven shareability, a key pillar in Gardens by the Bay’s seasonal programming. The “Petals of friendship” installation underscores a wider trend of entertainment brands leveraging location-based experiences to extend storytelling beyond screens. This is a shift driven by demand for experiential content, collectability culture and social-first moments.For Hasbro, the showcase offers a physical touchpoint for a multi-generational fanbase, bridging nostalgia for adults with renewed relevance among younger families through physical experiences. For Gardens by the Bay, the activation continues its strategy of pairing cultural moments and entertainment IP with immersive floral artistry to broaden visitor segments. Most recently, the attraction hosted “Disney garden of wonder” in collaboration with Disney. The activation featured Disney and Pixar characters made from flowers and plants, running from late 2024 into 2025. Concluding in August this year, the exhibit also offered an immersive botanical experience with local twists such as Chilli crab Donald Duck.  Related articles: Hasbro and Heinemann celebrate airport moments with MONOPOLY   Fenty Beauty parachutes over Gardens by the Bay in FOOH campaign   Lancôme takes over Jewel Changi Airport skytrain in new activation source

If 2024 was the warm-up act, 2025 was the year everything went turbo. And somehow, in the middle of an industry consolidation wave, a few billion AI hot takes and a tech news cycle powered by everything from Pokémon to Magicbrief, we managed to pull off one of the biggest market expansions in our 20-plus year history: The launch of MARKETING-INTERACTIVE Australia. Australia has quickly become one of our fastest-growing markets, and the response from readers has been unreal. Thank you. The July launch feels like five minutes ago and five years ago at the same time, but set the tone for the entire year. Across the region, the team didn’t just keep up – they hit another level. Our Digital Marketing Asia conference became a true regional force this year, with events in Hong Kong, Malaysia, Singapore, Thailand and The Philippines, landing with packed agendas and bigger conversations. Our inaugural attempt at bringing Digital Marketing Asia to Malaysia saw a room full of passionate marketers owning the stage with bold ideas, fresh perspectives, and a shared drive to shape the future of digital marketing in the region. We also broke new ground with our PR Asia conference this year, adding The Philippines into the line up of Singapore and Malaysia get-togethers. Despite a year of rapid change, economic headwinds, and shifting media landscapes in 2025, the PR community came together with resilience, creativity, and renewed energy to share best practices, build deeper connections, and chart bold new directions. Their passion and professionalism proved that even in challenging times, the Philippine PR community continues to shine. On the awards front, the Marketing Excellence Awards broke new ground again, cementing its status as one of our biggest regional event platforms that celebrate the incredible work being done by CMOs and their agency partners. Events also proved their unmatched power of connection, with our MEvents achieving unprecedented growth in 2025. Nothing rivals the impact of real experiences. We also doubled down on formats. Our podcast series Marketing Connected grew into its own community while our weekly Gen Z Perspective wraps, primarily on Instagram, took on a life of their own. Let’s just say: if you ever want the truth, find the Gen Z perspective – often fuelled by iced matcha and a healthy dose of chaotic optimism. Next year, we’re taking things to new heights. With new formats and more ways to help marketers make sense of a world moving at an unreasonable pace. Which brings us neatly to the industry itself: holy hell, what a year. We witnessed levels of consolidation we haven’t seen in a very long time. And yes, AI and agentic systems have now well and truly entered the chat. We are not being dramatic when we say that AI will be the biggest opportunity and the biggest disruptor the modern marketing industry has ever seen. It’s exhilarating. It’s chaotic. It’s occasionally terrifying. And we’ll continue breaking it down for you without the hype haze. So, what got you all clicking and scrolling in 2025? The range was wild. One of our most-searched stories (240K searches) was Facebook’s advertiser identity verification (the joys of scam ads in an election year). Close behind was McDonald’s Hong Kong’s BABYMONSTER collab, followed by the inside story of KFC Listens. And of course the tech news surge: shopping on ChatGPT, Canva buying Magicbrief, Google teaming up with Pokémon and how can we not mention CHAGEE – all of it fed your curiosity at scale. What’s next? Well, Australia will be back in the spotlight next year as we host our first big event for senior brand leaders and agency innovators – details imminent. At the same time, we’ll keep pushing boundaries across Hong Kong, Singapore, Malaysia, The Philippines, Indonesia, Thailand and beyond. On the “traditional” side, our newsletter and website audiences in The Philippines and Indonesia also grew rapidly in 2025 with our dedicated content reaching you in a timely manner. You can rest assured, in 2026, the content will remain just as bold and engaging as we aim to bring you more insights and analysis pieces. But before we get stuck into planning meetings, scriptwriting, speaking slots and far too much cold brew… we’re taking a breather and we hope you will be too. It’s time to slow down (just a bit) after a year that moved faster than any of us planned. From all of us at MARKETING-INTERACTIVE: thank you for reading, sharing, debating, eye-rolling, emailing, DM-ing and being part of this community in the most energetic, unpredictable year we’ve seen in a long time. Happy holidays, and see you in 2026! With love, The MARKETING-INTERACTIVE team source

FWD Singapore has appointed Alvin Soh as its chief distribution and marketing officer (CDMO). In his role, Soh will oversee the financial advisory, bancassurance and digital commerce channels, alongside the product, brand and marketing functions.  Soh brings experience in distribution management, mergers and acquisitions and financial stewardship across Southeast Asia to his role. He previously drove expansion and acquisitions at FWD Group Office and served as interim CFO for FWD Singapore. Before first joining FWD Singapore in 2022, he was VP, head of manpower development, Singapore agency and FA at Great Eastern and held roles such as chief strategy officer, Vietnam at Aviva and assistant investment and risk manager at Tokio Marine Group.  Don’t miss: How FWD’s O2O strategy is building trust in the digital age  Under SOH, FWD Singapore aims to accelerate coordinated product development and campaign launches, supported by enhanced digital capabilities and a more integrated operating model. “With our refreshed leadership structure, we are unifying distribution, product and marketing to move with greater speed, alignment and clarity,” said Adrian Vincent, CEO of FWD Singapore. “This next phase will allow us to deliver more value to our advisers and customers, strengthen the quality of our growth, and continue building an organisation that is bold, innovative and relentlessly customer-focused,” added Vincent.  Other leadership moves within FWD include Candy Goh expanding her CFO role to include legal, and Henry Chua becoming chief technology and operating officer, while Emily Wong moves to deputy COO for FWD Hong Kong. Earlier in September, the insurance provider appointed Gavin Lai as its new chief marketing and digital commerce officer in the Philippines. In this role, Lai will be responsible for brand, marketing, and communications, as well as digital commerce sales and partnerships. With these changes, FWD Singapore is positioning itself to enhance adviser enablement, cross-functional alignment and speed-to-market as it enters its next phase of growth. Related articles:   FWD Insurance tackles travel pain points this holiday season  Richard Li’s FWD Group files for HK IPO again  FWD HK and SinoPac ink deal to offer diversified wealth management offerings  source

This year, Southeast Asia’s shopping malls and brands are going all out on character-driven experiences, turning popular intellectual properties (IPs) into immersive marketing tools. From limited-edition merchandise to interactive pop-ups, fan-favourite characters are dominating retail spaces, drawing crowds and creating memorable brand moments. The trend underscores how experiential marketing and nostalgia are proving powerful levers for engagement in the region. Big names including Disney, Pokémon, and Peanuts are leading the charge, with malls and brands leveraging these globally recognised characters to capture attention and drive foot traffic. Beyond simply decorating spaces, these tie-ups often feature curated experiences, exclusive collectibles, and photo-friendly setups that encourage social sharing, blending entertainment with commerce. For many consumers, visiting these activations has become an event in itself, rather than just a shopping trip. Across Malaysia and Singapore, malls are embracing this strategy to stand out in a competitive retail landscape, using beloved characters to connect with both younger audiences and nostalgic adults. From themed installations to co-branded promotions, the region’s retail players are proving that character IPs can be more than just decoration, but also a strategic way to deepen engagement, boost sales, and create season-long buzz. Here are nine shopping destinations that have caught our attention at MARKETING-INTERACTIVE and A+M, listed alphabetically: Don’t miss: Giant Mofusand cats pounce around SG in playful takeover 1. Capitaland Malls, Singapore: “Mofusand holidays” This festive season, CapitaLand malls in Singapore are bringing Mofusand to life with Southeast Asia’s first and largest Mofusand Holidays. From 5 November, 17 malls and select workspaces transform into whimsical wonderlands featuring three playful themes: “Fruit meow”, “Board shark”, and “Coffee & donuts”. Highlights include interactive pop-ups, exclusive merchandise, AR filters, and meet-and-greet sessions with the Mofusand mascots. Bugis Junction combines all three themes in one immersive experience, while Raffles City Singapore features the eight-metre-tall Mofusand Christmas Tree and an exclusive Mofusand × Sushi Tei F&B collaboration. Families and fans can enjoy playful photo spots, festive rewards, and kawaii holiday magic across the island. 2. Central i-City Shah Alam, Malaysia: “Kuromi’s 20th anniversary Christmas meet & greet” Central i-City Shah Alam is kicking off the festive season like no other with its Kuromi 20th Anniversary Christmas celebration, running until 11 January 2026. Fans can enjoy Malaysia’s first-ever Kuromi meet and greet, snap photos with the mischievous mascot, and explore the world’s largest Kuromi inflatable playland featuring a six-metre-tall figure. The mall is filled with festive magic through carnival booths, games, activity zones, Christmas shows, Santa walkabouts, and carol performances. Shoppers can also grab exclusive anniversary merchandise and redeem cute Kuromi gifts with qualifying purchases, making the celebration a must-visit destination for families, fans, and anyone looking for a playful holiday experience. 3. Jewel Changi Airport, Singapore: “The magic of adventure” with Disney Cruise Line Jewel Changi Airport brings the magic of Disney Cruise Line to life with immersive holiday experiences. Centrepiece installations include a 16-metre-tall Festive Tree of Adventure, four-metre-tall topiary sculptures of Captain Mickey and Minnie, and a larger-than-life anchor, alongside themed photo zones at Level 5 Canopy Park featuring Toy Story characters, Disney Princesses, and Duffy and the Friend Ship. Guests can enjoy the all-new “Magic of adventure light & music showcase” at the 40-metre Rain Vortex, daily collectible redemptions, and free weekend Canopy Park entry for Disney-inspired outfits, creating enchanting family-friendly adventures across the airport this season. 4. LaLaport Bukit Bintang, Malaysia: “Pokémon happy holidays” LaLaport Bukit Bintang City Centre is transforming into a Pokémon wonderland for the holidays with its LaLaport “Pokémon happy holidays” celebration, running until January 4, 2026. Visitors can explore immersive decorations and oversized props featuring Pikachu and friends, bringing the playful world of Pokémon to life through games, activities, and surprises. Pikachu will make weekend appearances for meet-and-greet sessions and walkabouts, while fans can join a holiday-themed Pokémon sticker collection quest and mini-hunts around the mall. Photo spots, Pokémon Trading Card Game tutorials, Nintendo Switch demos, and themed pop-up stores complete the experience, capped off by a nightly Pokémon christmas tree light show at WoW Plaza. 5. Pavilion Bukit Jalil, Malaysia: “Peanuts Christmas wonders” Get ready to jingle all the way with the Peanuts gang at Pavilion Bukit Jalil. From 20 November 2025 to 4 January 2026, the mall transforms into a festive wonderland with “Peanuts Christmas wonders together, here,” featuring Charlie Brown, Snoopy, and Lucy in immersive holiday décor and activities. Families can snap memorable photos, enjoy joyful installations, and take part in community-driven moments. Shoppers spending RM50 or more mall-wide can also redeem an exclusive meet and greet pass to meet the iconic trio on select dates in December, making this a heartwarming, picture-perfect festive experience for fans of all ages. 6. Paya Lebar Quarter, Singapore: “JOGUMAN happy holidays” PLQ Mall is spreading festive cheer with a JOGUMAN-themed holiday celebration packed with rewards and surprises. JOGUMAN, is a popular South Korean character brand by Joguman Studio featuring several tiny dinosaur characters. Running from 7 November 2025 to 4 January 2026, Lendlease Plus members can take part in the “Jolly rush” in-app game, tap prizes on the moving train, and win up to 200 million Lendlease Plus$. Shoppers can also enjoy tiered “Spend to win” rewards, redeem JOGUMAN plushie reusable bag blind boxes, and collect extra reward points with qualifying purchases. Citi Mastercard users enjoy exclusive vouchers, while lively performances and festive activities bring the mall to life. The setup offers a playful, rewarding, and immersive holiday experience for all visitors. 7. Suntec City, Singapore: “Catch the holiday magic with Pokémon” Suntec City is bringing Pokémon magic to life this holiday season with a fun-packed, family-friendly festive setup. Kids and parents can explore the “Holiday cabin”, a multi-sensory play space, enjoy meet-and-greets with favourite Pokémon, and watch the lively dance parade. Trainers can test their knowledge with the daily Pokémon quiz or join free Pokémon Trading Card Game new trainer Journey sessions. Fans can also experience Pokémon Legends: Z-A on Nintendo Switch 2 and take part in Pokémon GO events around the mall. Festive photo opportunities abound, with a 12-metre Christmas

As Singapore’s media agencies look toward 2026, the focus is on balancing speed, scale, and impact in a landscape transformed by AI, data, and technology. Leaders foresee a dual approach: algorithmically powered content will drive efficiency and conversion at scale, while fewer, culturally resonant campaigns will deepen human connection and cut through the noise. Growth will come not from adding tools, but from integration – connecting talent, data, technology, and creativity into a single engine that delivers sharper insights, smarter strategies, and measurable business outcomes. Budgeting and planning are evolving too, shifting from fixed annual cycles to flexible, performance-based models that allow agencies and clients to respond rapidly to emerging platforms, behaviours, and opportunities. At the heart of this transformation is people. Agencies are investing in hybrid talent capable of weaving insight, technology, and empathy into campaigns that perform harder and travel further. AI and agentic workflows will collapse silos, speed decision-making, and strengthen collaborative models, but human judgement remains essential to deliver culturally relevant and meaningful experiences. Moreover, Singapore agencies are gearing up for a year defined by tighter integration, smarter systems, and teams empowered to act at the speed of culture, positioning themselves to unlock growth through connected intelligence, outcome-driven strategies, and a renewed focus on creativity and human-centred marketing. Below, MARKETING-INTERACTIVE spoke with media agency leaders to explore how they’re shaping capability, talent and technology to unlock growth in 2026.  Don’t miss: AI tools and innovations that reshaped marketing in 2025  Prakash Kamdar, CEO, clients and solutions, SEA, and CEO, Singapore, dentsu As the use of AI becomes table stakes across the industry, the next big wave will manifest itself in two extremes. On one hand, with agencies and marketers having the ability to create, personalise, activate and optimise algorithmically powered content and media at scale within minutes rather than weeks, there will be an abundance of mid to lower funnel content being generated and optimised for conversion in an almost infinite loop. On the other hand, at the top of the funnel, we will see a greater shift towards fewer but more impactful content that achieves cultural relevance through greater human intervention and authenticity. In this instance, it is the very ability to generate abundance that will ironically lead brand marketers to go in the opposite direction in order to build deeper and longer lasting connection with humans and to rise above a sea of sameness. Our focus in Singapore in 2026 is two-fold. On one hand, we are continuing to invest in technology by scaling our AI-powered media planning, activation and optimisation engine so we can be a true ‘Outcomes not Outputs’ partner to our clients. On the other, we are investing in the brightest strategists and marketing science professionals to enable us to deliver sharper thinking and greater marketing effectiveness for our clients. Pankaj Nayak, CEO, Havas Media Group, Singapore and president, Havas Media, SEA Everyone is adopting agentic solutions to improve internal processes and deliver improved operational efficiencies. The world of media and marketing is changing at a pace we’ve never seen before. Behaviours are evolving rapidly, technology is accelerating, and AI is reshaping how people interact with content, brands, and commerce. New platforms that once took years to reach scale now do it in weeks. Even within familiar platforms, behavioural norms are being rewritten. How people search, share on social, discover brands, and even what defines a media brand are all changing fast. Creators of all sizes can now become media brands in their own right. Shopping is no longer confined to retail; it’s embedded into media experiences. With AI capabilities like logical reasoning and emotional sensing next on the horizon, the pace of change will only accelerate faster. Media is no longer something we just consume – it’s something we also shape. At Havas Media Network, we help clients navigate this evolution and complexity. We’ve built Converged.AI, our operating system and integrated process that connects data, tech, and talent to deliver measurable outcomes. While budgeting for 2026, we have continued to invest in agility and capability through a combination of tech and talent. In 2026, we will continue to deliver on our promise to clients: Converged for growth and Wired for transformation. Chloe Neo, CEO, Omnicom Media Singapore The convergence of data, technology, and consumer insight — accelerated by AI-powered personalisation and privacy-first data ecosystems—is redefining media and advertising. Generative AI and predictive analytics are enabling hyper-relevant, emotionally resonant brand experiences delivered at scale yet tailored to the individual. The industry is evolving from audience segmentation to dynamic, moment-based marketing, where context, intent, and cultural signals shape every interaction. Powered by advanced AI and IoT, ambient intelligence will allow brands to engage consumers in real-time, delivering context-aware experiences precisely when and where they matter most. In 2026, we’ll remain focused on helping clients maximise investments through agile, outcome-driven strategies. Budgeting will shift from fixed annual cycles to flexible, performance-based models, allowing brands to capitalise on emerging opportunities and optimise for measurable impact. Omni, Omnicom’s advanced intelligence platform, will continue to power these capabilities, driving co-created pilots, uncovering new growth areas, and uniting creativity with data and technology to deliver business performance. As marketing investment becomes more sophisticated, accountability is key. With advanced measurement tools, data clean rooms, cross-channel attribution, and predictive analytics, we at OM are ensuring every dollar spent delivers tangible business outcomes and meaningful, consumer-centric growth. Sapna Nemani, chief solutions officer, Publicis Groupe APAC For years, the industry has focused on fixing the pipes: connecting the dots, breaking silos, integrating platforms, and building ideas that work across channels. All of that needed to happen. But the next wave isn’t more plumbing; it’s finally turning on the water. AI is moving from an added feature to the foundation that underpins marketing. We’re shifting from experimentation to enterprise adoption, which means we need to move faster and build at a scale that makes marketing genuinely more effective and efficient. What comes next is a return to fundamentals we’ve believed in for years:

The Opera Academy Singapore has appointed Jon Tan as its new director of marketing communications.  In his new role, Tan will oversee integrated marketing, institutional communications, long-term brand strategy, and audience growth through digital pathways. He will also spearhead the development of the Academy’s Chinese Opera portfolio from curriculum and programme design to talent pathways and corporate collaborations. This is part of a long-term roadmap to develop a multi-operatic ecosystem that mirrors Singapore’s diversity and positions the academy for the next wave of cultural innovation, Tan told MARKETING-INTERACTIVE.  Don’t miss: People movements that caught Singapore’s eye in 2025  The appointment carries a personal resonance for Tan whose grandparents were early troupe members of the Chit Hoon Teochew Opera Company in the 1950s. “Discovering that my grandparents had performed with one of Singapore’s early Teochew opera troupes reminded me that tradition and innovation do not sit on opposite ends of a spectrum; they can fuel each other,” he said. Tan brings years of experience in branding and communications, with prior collaborations with the academy’s founders dating back to the mid-2000s through creative start-ups and national community programmes at the Singapore Sports Council. “The shared history, trust, and clarity built over two decades gives us the momentum to build something meaningful for the next generation,” he added. In his previous roles, Tan was senior vice president, brand, communication and partnerships at OrangeTee, marketing team lead at Far East Organisation and senior vice president, corporate communications at ERA Singapore among others.  “Stepping into this role marks both a professional milestone and a deeply personal journey. At Opera Academy, we have the opportunity to bring Asian operatic arts into a new era, shaped by technology, fresh storytelling, and an inclusive spirit,” Tan said.  Looking ahead, Tan will lead the launch of the Asian Operatic Museum, an ambitious project in partnership with SCAVAI Alliance, blending immersive storytelling, AR, VR, and interactive media to reimagine Singapore’s Five Kings and regional legends. The academy will also continue community-level engagement campaigns, youth programmes, and collaborations with orchestral and cultural institutions. Opera Academy has built a track record of engaging the community and reviving traditional operatic art forms. Its Malay Bangsawan programmes have proven especially successful, and past initiatives include the Singapore Bangsawan Festival, a multi-day festival featuring performances, workshops, and digital exhibitions that bring traditional opera to modern audiences across community venues. Related articles:   Pixlr Group names new marketing director   Klook bolsters leadership with new SVP of growth marketing role PUMA restructures brand marketing, names new chief brand officer   source

Footwear retailer Bata has expanded the remit of its head of marketing for Malaysia, Iman Zulkifli, to also lead Singapore in a dual-market role. Iman, who was appointed Bata Malaysia’s head of marketing in July 2024, first joined the brand in 2022 as a regional marketing project manager for APAC. She previously held positions at Media Prima, including head of audience for Gen Z, and roles at Fly FM, Ais Kacang, Likely, Studio8, TV3, and TV9, as well as stints at Voila, Don’t Panic/Aesthetics, Astro, and Hotshoes Malaysia. Officially stepping into her expanded role in November 2025, Iman now oversees brand, retail marketing, CRM, digital, social, visual merchandising, and customer service across both markets. Beyond the title, she sees the role as a chance to redefine what Bata stands for: “The real job is to rebuild what Bata stands for. In product, in experience, and in culture. We want every interaction to feel intentional, modern, and considered. Whether a teen discovers us on TikTok in KL or a commuter buys work shoes in Singapore, the reaction we’re aiming for is: ‘This is Bata now?’” Don’t miss: Bata Malaysia and artist Arif Rafhan blend heritage and art for exclusive Raya packets Iman emphasised that while Malaysia and Singapore are geographically close, they are very different markets. “My goal isn’t to force sameness; it’s to create one brand truth expressed in two distinct ways. Singapore is intentional and fast. Malaysia is expressive and value-smart. The magic happens when customers feel like the brand understands their world, not a generic Southeast Asian consumer. “That’s where marketing becomes meaningful,” she said. Looking ahead to 2026, Iman said the focus will be on reinvigorating curiosity and redefining Bata’s value proposition. “2026 is the year we stop being modest about our strengths. Value-driven doesn’t mean low-end. Comfort doesn’t mean boring. Heritage doesn’t mean outdated.” “Our job next year is to tell real product stories and elevate the shopping experience, make people look at Bata and think, ‘I didn’t expect this.’ That spark is what will power our next chapter,” she added.  Iman will report directly to Rabi Hasnabi, Bata’s managing director of Singapore and Malaysia.   Iman’s expanded role comes after Bata Malaysia country manager Rabi Hasnabi (pictured far right) was promoted in June to managing director for both Malaysia and Singapore. The move reflects a broader company restructure, consolidating the previously separate country manager positions into a single MD role overseeing both markets. He had been the country manager of Malaysia for a year and a half. Prior to that, he was the country manager and head of franchising for APAC based in Singapore. Hasnabi also spent four years as the country manager for Singapore.  “We’re entering a new era for Bata. One where the brand, the product, and the experience finally move in the same direction. Singapore is our biggest opportunity for reinvention, a market waiting to be upgraded. Malaysia is our anchor—strong, familiar, and full of momentum.” Hasnabi added that the aim is to align the fundamentals first. “A sharper brand. A stronger, more modern product story. A shopping experience that feels warm, seamless, and unmistakably Bata.” When we get those fundamentals right, growth isn’t forced, it becomes inevitable. In a parallel move, the Czech brand has also appointed former Ecco CEO Panos Mytaros (pictured centre) as its new group CEO, succeeding Sandeep Kataria. The appointment, made in September, marks four months since Mytaros assumed the role. Prior to joining Bata, he spent nearly 30 years with Ecco, bringing extensive industry experience to his new position. Related articles: AI is reshaping beauty, but can fashion keep its soul?Beyond the clapback: How humour and rivalry are winning Malaysian consumers Bata Malaysia steps forward with new eCommerce website source